By users. The idea is to “intrude” in the albums of photos showing celebrations, where people generally appear drinking alcohol, to convey a blunt message on the consequences of driving under the influence of alcohol.

Those who decided to cooperate and take part in the campaign were given access to a microsite (http://www.lanochedemivida.es) where they could recreate an accident with their own cars to add to their album of photos of a night of partying. Then users could personalise the message to warn their friends about the consequences of drunken driving.

The real merit of the proposal was the strategy used in order to catch those viewing the albums unawares. So thanks to this campaign, many young people are now more conscious about the consequences of driving under the influence of alcohol.